The Research On Individual Needs For Guestroom Based On The Kano Model

With the increasingly fierce market competition, consumer demand becomes increasingly personalized. Facing the customer demand diversification and the market segmentation, enterprises must develop,product, design product or service from the two angles include enterprise itself and the customer, to solve the contradiction between the customer satisfaction and production and maintenance cost of products, service. Therefore, it is necessary to establish a method to enhance the acquisition for balancing the contradiction between production, maintenance cost of the personalized demands and customer satisfaction, which can provide the reference and guidance for the production of the product or service in enterprises.The existing literature about the personalized demand concentrated in the production field, which research methods are mostly the technical level of the acquisition and expression, but few studies were identified and screened from the non technical level; the research of personalized demand in service industry are from the angle of enterprise, focusing on how to provide personalized service to customers and lack of the research on the personalized demand information from the customer perspective. Under this background, constructing the acquisition process based on the theoretical reference for personalized demands of the guestroom, and verifying the process in an empirical research that selecting five Star Hotel as the study object, and then conducting the research to the individual customer. First of all, through the literature review on the personalized demand, customer satisfaction, Kano model theory, finding the theoretical basis and the direction of this study. Secondly, constructing the acquisition process of hotel personalized demand for guestroom. We identified five-star hotel personalized demand for guestroom through literature, questionnaire and interview study and designed the questionnaire. Thirdly, extracting the effective personalized demand for guestroom through the small sample test and inspection test,which item is used to design the Kano questionnaire, and then distributing the Kano questionnaire. To classify the personalized demand for guestroom by using the method combination of fuzzy clustering and the Kano classification. Finally, the personalized demands for guestroom are classified with an important degree,which can be used in the importance questionnaire, and distributing the questionnaire. Ranking the personalized demands after the classification using the adjusted coefficient method to determining their priorities.Through the research, this paper draws the following conclusions:the hotel personalized demand level is divided into three layers, in which the first layer is the demand for guestrooms; the second layer includes the potential environment, facilities, equipment, guest supplies, decoration design and guestroom software; the third layer includes 24 demands such as the room size, lighting set reasonably. And then putting forward some suggestions to enhance the customer satisfaction for the five Star Hotel:pay attention to the two-way communication and accurately grasp the needs of customers; focus on customer needs and allocate reasonably the hotel resources; mine the market information and strengthen dynamic management of innovation, so as to enrich the empirical research of hotel personalized, to provide the reference for the hotel management practice.